GROWING
FOR THE WORLD.

CULTIVATING
FOR THE FUTURE.

THE PROJECT

Design, production and delivery of Russia’s Pavilion at Expo 2015 Milano and implementation of international strategic communications programme.

WHAT WE DID

With more than 150 years history of Russia's participation in World Expo, we needed to surpass decades of stellar performances and provide a complete end-to-end solution for representing Russia at the six-month long Expo 2015 in Milan.

First, we went through the process of development of brand ID and exhibition concept for the Russian Pavilion, which had to be aligned to the overall Expo theme of food.

We focused on Russia’s role in global food supply and food security, devising a powerful strapline:

‘Growing for the World.
Cultivating for the Future’.

After thorough creative process, we have found the brand identity that combines both memorable visual style and flexibility across communication channels.

Russian Pavilion's Identity and mission were announced to the media with hand crafted video teaser reflecting the 'Growing for the World. Cultivating for the Future' key message.

We launched and managed a competition to identify an iconic architectural concept and design for the Pavilion, working with Russia’s finest architects.

We project managed the construction and technical delivery at the Expo site, ensuring completion on time and on budget.

Our international communications strategy required us to engage the audience, media and participants of EXPO 2015 in three channels: locally at the venue, attracting people to the pavilion, remotely via digital (via social and other online media) and via traditional media to drive sustained awareness in the run-up to and throughout the six-month event duration.

Eventica’s day-to-day operation of the Russian Pavilion consisted of the management of a programme of cultural events, concerts, business gatherings and culinary shows. coverage across the channel mix.

RESULTS

  • - 4,273,000 visitors from around the world
  • - Expo 2015 Gold Medal for Communications
  • - Over 500 performers from across Russia
  • - 650 journalists from 65 countries
  • - 427 international official delegations
  • - 65,000 Russian pancakes, 25,000 litres of traditional Russian beverages and over 6 tons of fish consumed